CosmeticDentistry
StateoftheIndustry
Survey2013
American Academy of Cosmetic Dentistry
www.AACD.com
P a g e | 2 TableofContents
About This Study .................................................................................................................................. 4 FINDINGS: Respondent Demographics ................................................................................................. 5 AACD Member vs. Non‐Member .............................................................................................................. 5 Dentists Dominated .................................................................................................................................. 5 Community of practice or “specialty” identification ................................................................................ 6 A question of age ...................................................................................................................................... 6 FINDINGS: Practice Profile.................................................................................................................... 7 Staying Power—How many years has your practice been in operation? ................................................. 7 Cosmetic Dentistry Trending Urban—In what type of community is your practice located? .................. 7 Head Count—Total number of employees working at your practice ....................................................... 8 What best describes your practice? ......................................................................................................... 8 FINDINGS: Let’s Talk Labs ..................................................................................................................... 9 Laboratory Loyalty—How many different dental labs does your practice patronize? ............................. 9 When deciding which dental laboratory to use, what are your primary considerations? ....................... 9 Locating a Lab—How did you find out about the lab(s) you're working with? ...................................... 10 Lab + AACD Affiliation 1—Is your primary laboratory technician an AACD Member? ........................... 10 Lab + AACD Affiliation 2—Is your primary laboratory technician an AACD Accredited Member? ........ 11 FINDINGS: Comprehensive Cosmetic Dentistry ................................................................................... 12 A Team Effort—Primary individual initiating dialog about cosmetic dental procedures ....................... 12 Referrals Rule—Importance of factors in driving cosmetic dentistry demands ..................................... 12 Who are we treating?—Gender of cosmetic dentistry patients ............................................................ 13 Who are we treating?—Age range of cosmetic dentistry patients ........................................................ 13 To look and feel better, of course!—What reasons do your patients cite for wanting cosmetic dentistry treatments? ............................................................................................................................. 14 Procedures Participated In ...................................................................................................................... 14 Is there a particular procedure/treatment that you complete more frequently than others? ............. 15 What is the most popular cosmetic procedure at your practice? .......................................................... 15 The Doctor Will See You Now—Number of patients seen by your practice for cosmetic dentistry procedures in the previous year ............................................................................................................. 16 Location or Expertise? How far, on average, do patients travel to get to your practice? ...................... 16 What Patients REALLY Care About—Issues of primary concern ............................................................. 17 Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 3 FINDINGS: Dollars and Sense .............................................................................................................. 18 Show Me the Money I—Average production per cosmetic patient per visit ......................................... 18 Average spent per patient on cosmetic dentistry services per year ...................................................... 18 Financial Assistance—Did your practice offer third‐party financing options? ....................................... 19 Case Acceptance Boosted—Did offering external financing help with treatment acceptance? ............ 19 What’s the Buzz?—How do most of your patients find you? ................................................................. 20 Getting Social—Do you or your practice use social media to reach prospective and current patients? Which outlets do you use?...................................................................................................................... 20 Show Me the Money II—Total revenues for ALL dentistry procedures (cosmetic and non‐cosmetic) .. 21 Total revenues for cosmetic dentistry procedures ................................................................................. 21 Revenue Change for Top Cosmetic Procedures ................................................................................... 22 FINDINGS: Executive Summary .......................................................................................................... 25 General .................................................................................................................................................... 25 Cosmetic Dental Practice Demographics ................................................................................................ 25 Cosmetic Dentistry Patients .................................................................................................................... 25 Cosmetic Dentistry in Dollars and Cents ................................................................................................. 26 Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 4 AACDStateoftheCosmeticDentistry
Industry2013
AboutThisStudy
This single‐mode survey (email driving to an online instrument) of dental practices was conducted by the American Academy of Cosmetic Dentistry (AACD) to better understand the dynamics of the cosmetic dentistry market and determine the size and impact (in terms of procedures and revenues) and the patient makeup of this market. Previous benchmarking surveys were conducted in 2004, 2007, and 2011 by Levin Group, Inc., Readex Research, and AACD respectively. Data for the 2013 study was collected between October 17 and November 18, 2013. A total of 659 responses were tabulated, with fewer respondents completing the latter portion of the survey. The net number of respondents is noted on each exhibit. The invitation to participate was primarily offered via email to the AACD membership at large, but also distributed to non‐AACD member dental professionals via social media to provide an outside‐in view of non‐member dental practices that derive income from cosmetic procedures. Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 5 FINDINGS:RespondentDemographics
AACDMembervs.Non‐Member
82% of respondents were current AACD members and 18% were non‐members. Of AACD members participating in this study, respondents included 71% general members, 10% Accredited Members, and 1% Accredited Fellows, AACD’s highest level of clinical achievement. 1%
10%
AACD Member
18%
Non‐AACD Member
AACD Accredited Member
AACD Accredited Fellow
71%
512 responding DentistsDominated
The vast majority of respondents indicated that they are practicing dentists.
2% 2%
Dentist
Lab Technician
Other
96%
507 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 6 Communityofpracticeor“specialty”identification
91% of respondents identified themselves as either general or cosmetic dentists.
4%
4%
Cosmetic dentist
General dentist
31%
Prosthodontist
Endodontist
Periodontist
Orthodontist
60%
Other Answers
494 responding Aquestionofage
The age of survey respondents is fairly evenly distributed, with the largest group 55 or older. 19%
30%
20‐35
36‐45
46‐55
24%
55+
27%
510 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 7 FINDINGS:PracticeProfile
StayingPower—Howmanyyearshasyourpracticebeeninoperation?
Most cosmetic dentistry practices are well‐established within their communities. Slightly more than half (51%) have been in operation for 20 years or more. Newer practices (in operation fewer than 5 years) represent 15% of the total. Compared to the benchmarking survey of 2011, the average age of dental practices has dropped slightly. 15%
Fewer than 5 years
8%
5‐9 years
10‐15 years
51%
16%
16‐20 years
More than 20 years
10%
498 responding CosmeticDentistryTrendingUrban—Inwhattypeofcommunityisyour
practicelocated?
Following a trend toward urban centers first seen in the 2011 benchmarking survey, there continues to be a migration away from suburban and rural settings to more urban environments, a category which has increased 10 percentage points in the past six years. Still, almost half (42%) of cosmetic dentistry practices report the type of community in which they are located as suburban. 3%
19%
36%
Urban
Suburban
Small Town
Rural
42%
495 responding
Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 8 HeadCount—Totalnumberofemployeesworkingatyourpractice
Respondents were asked to indicate how many people, in total (dentists and others), were employed by their practices, both full‐ and part‐time, in 2013. Smaller practices (fewer than 5 employees) represent 25%, a 3‐point drop since 2011. And those employing 10 or more individuals make up one‐fifth (20%) of practices, indicating 5‐point drop since the 2011 survey. Most practices are in the middle, with between 3 and 9 employees. 14%
6%
1‐2
19%
17%
3‐4
5‐6
7‐9
21%
10‐14
15 or more
23%
495 responding Whatbestdescribesyourpractice?
Nearly two‐thirds of respondents indicated that they work in a solo practice environment, with another third claiming affiliation with a group practice. 5%
4%
Solo Practicioner
Group
31%
Corporate
60%
University
494 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 9 FINDINGS:Let’sTalkLabs
LaboratoryLoyalty—Howmanydifferentdentallabsdoesyourpractice
patronize?
The use of multiple laboratories by cosmetic dentistry practices is common. Only 5% indicated their practices used a single laboratory in 2013, representing a 1‐point decrease since 2011. The majority (57%) indicated use of two or three labs, while 35% used four or more laboratories. 17%
5%
1
22%
2
3
18%
4
5 or more
38%
493 responding Whendecidingwhichdentallaboratorytouse,whatareyourprimary
considerations?
Respondents were able to choose more than one answer indicating their primary considerations for deciding on a laboratory. “Esthetic considerations” was the top mention (83%), a four‐point increase since 2011. Esthetic considerations
83%
Procedure or speciality
64%
Cost of case
Other Answers
Do not use more than one lab
46%
13%
1%
0%
20% 40% 60% 80% 100%
494 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 10 LocatingaLab—Howdidyoufindoutaboutthelab(s)you'reworkingwith?
A new question for 2013, word‐of‐mouth is clearly, and by far, the number one way dentists learn about a lab’s reputation for esthetic results. Word of Mouth
71%
Other
19%
Visit by Representative
19%
AACD Colleague
15%
Advertising
14%
Internet
6%
Lab referral thru Give Back a Smile
1%
0%
20%
40%
60%
80%
495 responding Lab+AACDAffiliation1—IsyourprimarylaboratorytechniciananAACD
Member?
More than one‐quarter of respondents patronize laboratory technicians who are members of the Academy, while about that same number are uncertain. 26%
28%
Yes
No
Uncertain
46%
489 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 11 Lab+AACDAffiliation2—IsyourprimarylaboratorytechniciananAACD
AccreditedMember?
Eleven percent of respondents said yes, and considering AACD membership is comprised of 4% lab technicians, clearly AACD Accreditation—and the esthetic excellence it represents—are important factors in working with a lab tech. 11%
31%
Yes
No
Uncertain
58%
489 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 12 FINDINGS:ComprehensiveCosmeticDentistry
ATeamEffort—Primaryindividualinitiatingdialogaboutcosmeticdental
procedures
Respondents were able to choose more than one answer. Instigation of new business is overwhelmingly driven by the dentist. The big swing from the 2011 was the role of the hygienist in getting the dialog started, jumping from 26% in 2011 to 43% in 2013. However, it’s clear that the entire dental team is involved in recommending procedures in their practices, while 30% of respondents indicated that patients also initiate dialogue regarding treatment options. Dentist
85%
Hygienist
43%
Clinical Assistant
31%
Patient
30%
Treatment Coordinator/Office
Manager
24%
0%
20%
40%
60%
80%
100%
385 responding ReferralsRule—Importanceoffactorsindrivingcosmeticdentistrydemands
Using a 5‐point scale, where 5 = extremely important and 1 = not important, respondents were asked to indicate the importance of various factors in driving demand at their practices. Respondents believe the continued demand for cosmetic dentistry is primarily driven by referrals from others who have had a positive experience (91%). Referrals from friends and family
91%
A boomer generation with expendable…
78%
Improved cosmetic materials
72%
Increased information online
68%
Better marketing of dental practices
63%
Media coverage
Lower prices for some cosmetic services
Retail distribution of whitening treatments
58%
27%
25%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%
385 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 13 Whoarewetreating?—Genderofcosmeticdentistrypatients
Respondents were asked to indicate the percentage of their patients in 2013 by gender. Three‐fifths of cosmetic dentistry patients were female (60%), and two‐fifths were male (40%), identical to the results of the 2011 benchmarking survey. 40%
Male
Female
60%
375 responding Whoarewetreating?—Agerangeofcosmeticdentistrypatients
Regarding the age of cosmetic dentistry patients, the distribution is fairly even across all age ranges with nearly 56% of patients falling between the ages of 31 and 60. However, there was virtually no change in this data reported from the benchmarking survey of 2011. 60+
14%
51‐60
18%
41‐50
20%
31‐40
18%
21‐30
14%
20 and Under
15%
0%
355 responding 5%
10%
15%
20%
25%
Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 14 Tolookandfeelbetter,ofcourse!—Whatreasonsdoyourpatientscitefor
wantingcosmeticdentistrytreatments?
Respondents could check all that applied, but overwhelmingly, the top answer was to improve physical attractiveness and self‐esteem (89%). Improve physical attractiveness/self‐esteem
89%
Restorative/health reasons (accident, injury)
54%
Fix a previous failed cosmetic treatment
51%
To look and feel younger
50%
Upcoming events (weddings, etc)
49%
Improve career success
23%
Improve success in a romantic relationship
16%
Other
2%
0%
20%
40%
60%
80%
100%
494 responding ProceduresParticipatedIn
While the smallest in terms of specific procedures performed in the past year, orthodontics continues to show a positive shift (4% more than data collected in 2011, and 14% more than data collected in 2007), and implants are also up 4% over the 2011 study. Crown and bridge work
97%
Bleaching or whitening
93%
Direct bonding: Anterior
90%
Veneers
89%
Removable prosthetics
88%
Implants
87%
Direct bonding: Posterior
84%
Inlays or onlays
72%
Orthodontics
58%
Other cosmetic dental procedures
49%
0%
20% 40% 60% 80% 100% 120%
495 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 15 Isthereaparticularprocedure/treatmentthatyoucompletemorefrequently
thanothers?
Respondents could check as many as applicable. Crowns, bonding, veneers, whitening, implants, and bridges make up the bulk of cosmetic treatments being performed in the esthetic dentist’s chair. Crowns
Bonding
Veneers
Whitening
Implants
Bridges
Recontouring
Implant‐supported dentures
Short‐term ortho
Dentures
Other
Long‐term ortho
Periodontal plastic surgery
Microabrasion
Snap on Smiles
74%
64%
41%
40%
38%
28%
18%
17%
17%
15%
8%
8%
8%
4%
2%
0%
20%
40%
60%
80%
485 responding Whatisthemostpopularcosmeticprocedureatyourpractice?
Checking only one option (so the total is 100%), respondents were asked to identify the most popular treatments performed at their office. Bonding, whitening, and veneers made up 83% of the responses. Bonding
29%
Whitening
28%
Veneers
26%
Other
5%
Implants
5%
Short‐term ortho
4%
Dentures
2%
0%
10%
20%
30%
40%
493 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 16 TheDoctorWillSeeYouNow—Numberofpatientsseenbyyourpracticefor
cosmeticdentistryproceduresinthepreviousyear
Respondents were asked to indicate the number of patients their practices had for cosmetic dentistry procedures in 2013 (counting multiple visits by the same patients as one visit). At the bottom end of the spectrum, 14% had fewer than 25 patients. However, at the top end of the distribution, 6% of practices had 1,000 or more patients—an increase of two points since the 2011 survey. 6%
8%
14%
1‐24
25‐99
100‐249
16%
250‐499
31%
500‐999
1,000 or more
25%
385 responding LocationorExpertise?Howfar,onaverage,dopatientstraveltogettoyour
practice?
While nearly three‐quarters of respondents report that patients generally come from within 10 miles of their practice, 29% will drive 25 miles, or much more, to patronize a specific dentist. 2% 3%
0‐10 miles
24%
25‐50 miles
50‐100 miles
71%
100+ miles
490 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 17 WhatPatientsREALLYCareAbout—Issuesofprimaryconcern
Using a 5‐point scale, where 5 = great concern and 1 = not a concern, respondents were asked to rate the degree of concern patients had about various issues when considering a cosmetic dentistry procedure. Defining ratings of 4 or 5 as a true concern, at the top of the list is appearance, indicated by 96%. Indicated by fewer, but still substantial majorities, are cost (85%) and longevity of treatment results (79%). This data is virtually identical to 2011 findings. Appearance
96%
Cost
85%
Longevity of treatment results
79%
Pain
51%
Time needed to complete treatment
47%
Amount of original tooth removed
39%
0%
20%
40%
60%
80%
100%
368 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 18 FINDINGS:DollarsandSense
ShowMetheMoneyI—Averageproductionpercosmeticpatientpervisit
Respondents were asked to indicate their practice’s average production per scheduled cosmetic dentistry patient visit in the past year. The highest category available on the survey, $2,500 or more, was selected by 36% of respondents, an 11 point jump in two years! 8%
Less than $500
$500‐$749
11%
36%
$750‐$999
9%
$1,000‐$1,499
$1,500‐$1,999
18%
7%
$2,000‐$2,499
$2,500 or more
11%
360 responding Averagespentperpatientoncosmeticdentistryservicesperyear
Respondents were asked to indicate how much the average cosmetic dentistry patient spent on services in the past year at their practices. When evaluating the top tiers, $2,500 to $20,000 or more, the combined result is 48%, up three points since 2011 and indicating a comeback for cosmetic treatments. Less than $500
3%
5%
6%
$500‐$749
$750‐$999
10%
9%
$1,000‐$1,499
6%
$1,500‐$1,999
$2,000‐$2,499
18%
11%
$2,500‐$4,999
$5,000‐$9,999
10%
13%
9%
$10,000‐$14,999
$15,000‐$19,999
$20,000 or more
355 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 19 FinancialAssistance—Didyourpracticeofferthird‐partyfinancingoptions?
79% of practices indicated they offered their cosmetic dentistry patients third‐party external financing services in the past year, an uptick of 2 points since the 2011 survey. 21%
Yes
No
79%
369 responding CaseAcceptanceBoosted—Didofferingexternalfinancinghelpwithtreatment
acceptance?
Coincidentally, of those 79% of respondents offering financing, 79% of them reported that third‐party financing options helped patients get to a “yes” decision. 21%
Yes
No
79%
322 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 20 What’stheBuzz?—Howdomostofyourpatientsfindyou?
Respondents say that 88% of patients find them via word of mouth and Internet search, with word of mouth leading the way by a wide margin.
Word of Mouth
63%
Internet
25%
Other Answers
6%
Signage
3%
Ad in newspaper or magazine
2%
Direct Mail piece
1%
0%
10%
20%
30%
40%
50%
60%
70%
306 responding GettingSocial—Doyouoryourpracticeusesocialmediatoreachprospective
andcurrentpatients?Whichoutletsdoyouuse?
Facebook dominates the social scene for dental practices, with Twitter and YouTube coming in behind. Dentists experiment with other social platforms, too, while a surprising 22% do not indulge at all. Facebook
75%
Twitter
27%
YouTube
24%
We don't use social media
Other Answers
22%
10%
Pinterest
7%
Instagram
6%
Flickr
2%
Tumblr
1%
0%
10% 20% 30% 40% 50% 60% 70% 80%
304 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 21 ShowMetheMoneyII—TotalrevenuesforALLdentistryprocedures
(cosmeticandnon‐cosmetic)
These results address practice activity in total revenues. Providing further evidence of a comeback out of the morass of a weak economy, the top level of the survey, more than $2 million, has expanded 5 percentage points since 2011 to 13%. Additionally, the lowest level of the survey, less than $500,000 has shrunk 5 points since 2011 to 13%, positive news on both the top and bottoms ends of the spectrum. 13%
13%
Less than $500,000
$500,000‐$749,999
10%
$750,000‐$999,999
20%
13%
$1.0 ‐ $1.24 million
$1.25 ‐ $1.49 million
$1.5 ‐ $1.99 million
13%
18%
More than $2.0 million
366 responding Totalrevenuesforcosmeticdentistryprocedures
The top three selections, $500,000 to More than $1 million, collectively represent a 3 point positive swing from the 2011 survey, further indicating a comeback for cosmetic dentistry. 7%
6%
19%
Less than $100,000
$100,000‐$249,999
17%
$250,000‐$499,999
$500,000‐$749,999
22%
$750,000‐$1.0 million
More than $1.0 million
29%
365 responding Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 22 RevenueChangeforTopCosmeticProcedures
Please report the approximate number of bleaching/whitening procedures your practice performed in the previous year: Avg. 93.8 What is the average cost of a whitening procedure in your practice? Avg. $380.71 Compared to the bleaching/whitening procedures in the year previous, this year was 305 responding an increase a decrease about the same 25 % 23 % 52 % Do you expect bleaching/whitening procedures in the coming year to 306 responding increase decrease stay about the same 33 % 7 % 60 % Please report the approximate number of crown and bridge work procedures your practice performed in the previous year: Avg. 472.5 Compared to the crown and bridge work procedures in the year previous, this year was 302 responding an increase 39 % a decrease 18 % about the same 43 % Do you expect crown and bridge work procedures in the coming year to 298 responding increase decrease stay about the same 48 % 6 % 47 % Please report the approximate number of direct bonding procedures your practice performed in the previous year: Avg. 568.8 What is the average cost of a direct bonding procedure (per tooth) in your practice? Avg. $358.77
Compared to the direct bonding procedures in the year previous, this year was 294 responding an increase 41 % a decrease 9 % about the same 50 % Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 23 Do you expect direct bonding procedures in the coming year to 295 responding increase decrease stay about the same 42 % 4 % 54 % Please report the approximate number of implant procedures your practice performed in the previous year: Avg. 92.3 What is the average cost of an implant procedure in your practice? Avg. $2,371.41 Compared to the implant procedures in the year previous, this year was 292 responding an increase a decrease about the same Do you expect implant procedures in the coming year to 291 responding increase decrease stay about the same 44 % 13 % 42 % 60 % 4 % 36 % On average, how many implants do your patients opt to receive? Answer 1 2 3 4 or more 285 responding Percentage 53 % 35 % 6 % 6 % Please report the approximate number of inlay or onlay procedures your practice performed in the previous year: Avg. 150.2 What is the average cost of an inlay/onlay procedure in your practice? Avg. $980.88 Compared to the inlay or onlay procedures in the year previous, this year was 291 responding an increase a decrease about the same 24 % 19 % 57 % Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 24 Do you expect inlay or onlay procedures in the coming year to 289 responding increase decrease stay about the same 32 % 7 % 61 % Please report the approximate number of veneer procedures your practice performed in the previous year: Avg. 117.3 What is the average cost of a veneer in your practice? Avg. $1,253.54 Compared to the veneer procedures in the year previous, this year was
291 responding an increase a decrease about the same Do you expect veneer procedures in the coming year to 292 responding increase decrease stay about the same 29 % 24 % 47 % 47 % 6 % 47 % On average, how many veneers do patients receive at once? Answer 1‐2 4 or more The entire smile zone Percentage 16 % 64 % 20 % Please report the number of other cosmetic procedures your practice performed in the previous year: Avg. 289.6 Compared to the other cosmetic procedures in the year previous, this year was
279 responding an increase a decrease about the same 34 % 10 % 56 % Do you expect other cosmetic procedures in the coming year to 283 responding increase decrease stay about the same 45 % 3 % 52 % Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 25 FINDINGS:ExecutiveSummary
General


A total of 659 responses were tabulated, with fewer respondents completing the latter portion of the survey. Eighty‐two percent of respondents were American Academy of Cosmetic Dentistry (AACD) members. Previous benchmarking surveys were conducted in 2004, 2007, and 2011. CosmeticDentalPracticeDemographics






Ninety‐one percent of respondents identified themselves as either a general or cosmetic dentist. (See page 6)
More than half of the practices reporting (51%) have been in operation for 20 years or more. Since 2007, there’s been a migration away from suburban and rural settings to more urban environments, which increased 10 percentage points in the past six years. Still, 42% of cosmetic dentistry practices report the type of community in which they are located as suburban. (See page 7)
Sixty‐three percent of reporting practices have between 3 and 9 employees. (See page 8) Nearly a third of respondents indicate that they work in a solo practice environment, with another third claiming affiliation with a group practice. (See page 8) The average number of dental laboratories used is 3.19, an indication of lab loyalty consistent with 2011 survey results. “Esthetic considerations” was the top concern (83%) in selecting which dental laboratory to use—a 4‐point increase since 2011—with procedure or specialty at 64%. (See page 9) Finding a lab to work with is overwhelmingly driven by word of mouth, with 71% reporting this as the top way to learn of lab reputation. And more than 25% report that their primary lab technician is an AACD member while 11% patronize an AACD Accredited lab technician. (See pages 10 & 11) CosmeticDentistryPatients





While it’s clear that the entire dental team is involved in initiating dialogue about cosmetic dentistry and recommending procedures, the instigation of new business is overwhelmingly driven by the dentist (85%) while the hygienist seems to be playing a larger role in treatment conversations, jumping 17 points since 2011. (See page 12) Respondents indicated that demand for cosmetic dentistry procedures was primarily driven by referrals from others who have had a positive experience (91%) followed by a big boomer generation with expendable income (78%). (See page 12) Three‐fifths of cosmetic dentistry patients were female (60%), two‐fifths were male (40%), the same ratio as the 2011 survey. (See page 13) More than half of patients (56%), on average, are between the ages of 31 and 60. (See page 13) Eighty‐nine percent of patients elect cosmetic treatments to improve physical attractiveness and self‐esteem. Other reasons cited: 54% said for restorative or health reasons (like accident or injury); to fix a previous failed cosmetic treatment (51%); and to look and feel younger (50%). Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 26 

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Upcoming events, like a wedding, also cause patients to seek cosmetic treatments (49%). (See page 14) Implants and orthodontics—while not the most common of cosmetic procedures—continue to show the largest increases over previous surveys. Still, crowns and bridgework, bonding, veneers, and whitening continue to be the top procedures offered by cosmetic dentists. (See pages 14 & 15) When asked to indicate the number of patients their practices had for cosmetic dentistry procedures in 2013 (counting multiple visits by the same patients as one visit), 6% of practices reporting having 1,000 or more patients—a two‐point increase since 2011. (See page 16) While nearly three‐quarters of respondents report that patients generally come from within 10 miles of their practice, 29% will drive 25 miles, or much more, to patronize a specific dentist. (See page 16) Respondents were asked to rate how much of a concern various issues are to patients when they consider a cosmetic dentistry procedure. Defining ratings of 4 or 5 as a true concern, at the top of the list is appearance, indicated by 96%. Indicated by fewer, but still substantial majorities, are cost (85%) and longevity of treatment results (79%). (See page 17) CosmeticDentistryinDollarsandCents
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When asked to indicate their practice’s average production per scheduled cosmetic dentistry patient visit in the past year, more than one‐third of respondents (36%) indicated the highest category available on the survey: $2,500 or more, an 11‐point jump in since 2011. (See page 18) When asked to indicate how much the average cosmetic dentistry patient spent on services at their practices in the past year, a combined 48% selected the top five tiers available in the survey ($2,500 to $20,000+) up three points since 2011. (See page 18) Seventy‐nine percent of practices indicated they offered their cosmetic dentistry patients third‐
party external financing services in the past year, an increase of two points since the 2011 survey. And of those offering financing, 79% of respondents reported that third‐party financing options helped patients get to a “yes” decision. (See page 19) When asked how most patients find them, 88% of respondents report that patients find them via word of mouth and Internet search, with WOM leading the way by a wide margin (63%). And, while 22% of practices do not engage in any form of social media, 75% use Facebook and 27% are on Twitter. (See page 20) When asked about total revenues for all dentistry procedures (cosmetic and non‐cosmetic) in 2013, 13% of respondents reported more than $2 million, a five‐point increase since 2011. Additionally, the lowest level of the survey (less than $500,000) shrunk by five percentage points indicating positive news on both ends of the spectrum compared to the results of the 2011 survey. (See page 21) When focusing just on cosmetic dentistry procedures, the top three tiers of the survey ($500,000 to more than $1 million) showed a three‐point increase since 2011. (See page 21) When looking at specific cosmetic dentistry procedures, survey participants overwhelmingly believe that revenues generated from all procedure types have either increased or stayed the same year over year, and the expectation is that revenues will continue to increase or stay the Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com P a g e | 27 same into next year. Implants saw the largest positive shift with 44% reporting that implants have increased over the previous year and 60% anticipating an increase in implant procedures next year. (See pages 22‐24) Please attribute all data to the American Academy of Cosmetic Dentistry (AACD) For more information, please contact [email protected] or visit www.AACD.com